7 Ways to Break a Marketing Agency Search “Tie”

In our last few searches, we found ourselves in a marketing agency search tie.

I personally love when this happens, but it suggests that while we did a good job delivering great agencies to our clients, we also made it as hard as possible for them to make a decision between firms.

So if you find yourself in this position, what do you do? How do you break the tie?

Here are a couple of things you can consider – things we looked at/did over the past couple of searches:

Look at who they bring to the table. Did they bring senior staff or the folks that are going to work on your account every day?

Make it an apples-to-apples comparison. As an example, one of the agencies went above and beyond and offered perspective on a different aspect of the client’s business, so we asked the other agency to do the same.

Talk budget. Ask for an estimate of budget and ask for detail on how the agency expects to be paid.

Give them a different challenge. Present them with a follow-up assignment and see how they respond.

Visit the agency. This game is, and will always remain, a relationship business. Get a feel for each agency by visiting their headquarters and see who you feel most comfortable with.

Ask for references. Talk to 2-3 of their existing clients (at least one small client and one large client) and ask them why they chose them, whether they feel like they are still treating them like they did the first day of the relationship, and explain your situation and see if their client thinks they’re well suited for your business.

Ask them for their point of view on the future of marketing and advertising – specifically as it relates to your industry and your business – and see how their agency is prepared for this change – and how they’ll help you manage through this change.

Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.